How ’80s commercial icon RJ Ledesma handles showbiz, business, family

RJ Ledesma | Contributed photo

Rising to fame during the 1980s as “Joey” in a softdrinks commercial, RJ Ledesma wasn’t aware that it would have an impact on pop culture. Despite not fully embracing the world of showbiz, he stated that his “one foot is always in the door” to acting while having his other passions on the side.

In a one-on-one interview with INQUIRER.net, Ledesma looked back on how it began for him when he auditioned for the commercial and described it as a “privilege” to be directed by the late notable directors, including Lino Brocka, Ishmael Bernal, Peque Gallaga, and Jun Urbano. 

“So I auditioned for the commercial for Royal… I didn’t understand at the time, when I was young, what would be the cultural, you know, impact. It was such a big experience for me; it’s a bit overwhelming. I was 13 at the time, and I didn’t realize how big that commercial would have become. We did, I think, a series of 15 commercials from 1988 to about 1992,” he recalled.

“I’m very privileged that, over the series of commercials, they were directed by, although they all passed away now, very respected directors from Lino Broca, to Ishmael Bernal, to Peque Gallaga and Jun Urbano—very privileged actually to be directed by these different individuals,” he continued.

When asked why he did not fully pursue showbiz, Ledesma remarked that he hadn’t fully gotten out of it in the first place, as acting is something he always sees he could juggle on the side of his other passions.

“I’ve always kept one foot in the door when doing show business. I mean, I’ve never really gotten out of it. I remember the first movie that I did at Star Cinema with Sam Milby and Bea Alonzo. At that time, kasabay pa niyan ‘yung teleserye ni Judy Ann and Direk Ramsey back in 2009. All of a sudden, I wasn’t doing much, then I did two at the same time. And I’m always glad to go back. Recently, I did a guest role in ‘Can’t Buy Me Love,’” he shared, adding that he had an upcoming project with Gerald Anderson and Anne Curtis.

Ledesma declared that there’s always a way for him to stretch himself when it comes to acting despite being a full-time businessman and editor-in-chief of his business magazine. His business acumen allowed him navigate his small food business incubator Mercato Centrale, which he said was primarily to help young, aspiring entrepreneurs.

“I’m always glad to participate. It’s always an opportunity to stretch, not just as an actor but also as an individual doing different things,” he said, adding that it’s always a thrill for him to work with other actors.

“What’s very interesting for me was, for instance, that I was acting opposite Judy Ann Santos. I was her doctor. I was superior to her. When we’re done, parang kinilig kaming lahat. Like, ‘Wow, we’re doing a scene with Judy Ann.’ It’s such an honor and privilege to work with people who you just watch on TV,” he continued.

Over the years, Ledesma has appeared via cameos and side roles in TV shows and movies such as “Magkaribal,” “My Perfect You,” and “Bride for Rent,” among others.

As someone who wears many hats — as an actor, entrepreneur, writer, host, a diplomat, a family man, and would you believe, a yoga instructor — Ledesma claimed that he always advised the younger ones to do all of their passions to the best of their abilities and to pray that it is the right path for them.

“What’s been important for me is that it’s more like God has given you a specific set of gifts, and your job is to be able to use them to the best of your ability,” he explained. “You [may] choose one passion, and you really run with it. I often tell the younger ones that you need to be the best version of yourself that you can be. And sometimes, you know, the best person for yourself needs to be something that you need to pray over. Because sometimes we want to be successful in one thing, but then it’s not what is meant for us.”

“So for me, it’s very important that you can do many different things and then figure out which one is best for you,” he continued, adding that it’s the people’s mission to find what God wants for them through discernment and prayer.  

Despite being effective in more than one endeavor, Ledesma stated that his family is the mere reason for his fulfillment and happiness and his “best achievement” in life.

“What I’m most happy about is my family… We’re able to stay together. We grew together. For me, that’s the most important thing. And next, the God that I have strong faith in, the community I live in—they provide you with your north star and a guide for everything you do,” he shared.